Google and Walmart Join Forces to Take on Amazon

Sridhar Ramaswamy, senior vice president of ads and commerce at Google, added that, not surprisingly, Google is "thrilled to partner with one of the most popular stores in America to help make your shopping faster and easier". And through this partnership, Walmart will be offering the most items of any retailer on the Google Express platform.

Voice-enabled speaker usage is forecast to grow almost 130 percent this year, according to consumer research provider eMarketer. In fact, the company expects to start voice shopping experience in its 4,700 US stores and its fulfilment network by next year.

For Walmart, introducing a voice-ordered feature may pique some customers' interest - but it won't close the deep e-commerce gap that yawns between it and Amazon. Instead, Googlesays that delivery will be free so long as it meets the minimum necessary to qualify for it at the individual stores - generally between $25 and $35 dollars. He said that Walmart will capitalise on its around 5000 stores in the U.S. to "create customer experiences that don't now exist within voice shopping anywhere else". Soon, you'll be able to buy items from the major retailer with your voice through Google Home or via the Google Express website or app and then have your purchase delivered to your home.

The pairing with Walmart also represents a shot across Amazon's bow by Google, as more and more people bypass the search engine to start their browsing on the e-commerce site instead. According to Internet Retailer, citing figures from the Department of Commerce, Amazonaccounted for 38 per cent of all online sales in the second quarter and contributed to half of all growth in U.S. internet commerce over the period. Walmart now operates online grocery delivery service in six markets. Also, with Easy Reorder on walmart.com, customers can repurchase items by looking into their previous in-store and online purchases records.

In an effort to fight off Amazon, Walmart is making a bold move. "It's going to be a powerful mechanism to enhance the shopping experience".

In June, Amazon announced that it would drop the price of its Amazon Prime membership for customers with a valid electronic benefits transfer card - used for such programs as the Supplemental Nutrition Assistance Programs, or food stamps.

Amazon's share of online sales dwarfs every other retailer, including Walmart.

And by connecting those accounts, Walmart shoppers can take advantage of Google's artificial intelligence to get, as the companies claim, both personalized recommendations and quick re-orders of what they've bought in the past. With "a wider selection than any retailer", WalMart is all set to take on Amazon which is globally the largest e-tailer. Walmart has made several acquisitions in recent years to try to catch up, including the purchase of Jet.com last year for about $3 billion. Recently, the company plans to invest in online cosmetics startup Birchbox.

Only in the US, Amazon has the bombastic share of the voice-controlled device industry.

And for Google, it is the biggest partnership in the line of the retail sector. Now where have we seen that tech before? With compounding, rebalancing, and exclusive of fees, it can turn thousands into millions of dollars.

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